Influence Marketing

    • A significant content insight if you’re marketing personal services

      By Mark Schaefer I recently helped an HR company with a sticky business problem. They were following the “best practices” of content marketing — answering questions, publishing consistently, sharing on social networks — but nothing was happening. In fact their business was in a tailspin. As I reviewed their situation, here are some observations I made: All of their new bu ...

      {grow}- 20 readers -
    • What is your strategy in an era of brand resistance?

      By Mark Schaefer I’ve been working on a few projects and immersing myself in research about changes in consumer behavior. What I’m discovering is that consumer behavior has changed A LOT, and social media has much to do with it. If you’re marketing to consumers the same way you did five years ago, you’re probably falling behind.

      {grow}- 12 readers -
  • Influencer marketing grows up

    … of a marketing revolution, led by anyone willing to step up and let their voice become heard through blogs, videos, and podcasts. Most exciting to me, companies were actually enacting the first influencer marketing programs — and seeing amazing results. While the social media world was pounding Klout, the critics were missing the bigger picture…

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  • Six transformative trends in influencer marketing (is it really marketing?)

    …, and undoubtedly, this has come true. In fact, the frenzy we now see in the influencer space is just beginning. As traditional advertising options are drying up, I believe even more money will be placed toward influencer marketing. That’s why I jumped at the chance to work on a new research paper that documents the state of B2B influencer marketing today. I’ve…

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  • STOP: Don’t Use Influencer Marketing Without Reading This Post

    … By Kerry Gorgone, {grow} Contributing Columnist Influencer marketing is more popular than ever. Brands like Adobe, Verizon, and many other brands have all tapped influencers to achieve their marketing goals, and it’s working. According to a study from Tomoson, businesses earn $6.50 for every $1.00 spent on influencer marketing. If you’re…

    {grow}in Social- 20 readers -
  • Unraveling the secrets of B2B influencer marketing

    … By Mark Schaefer It seems like wherever you turn these days there is another mention, post or case study about influencer marketing. Without question this is a real and important trend but it’s really just starting to creep into the B2B space. I recently had a chance to catch up with Andrew Grill, global managing partner at IBM, to discuss…

    {grow}- 21 readers -
  • Movies Every Marketer Should Watch

    … Being a marketer isn’t always easy. You have to stay on top of the latest developments. At the same time, marketers have to learn tactics and strategy. So a marketer needs to wind down as well. Watch a movie and relax. But what if we combine the two? What if marketers can watch movies about marketing? Well, you’re in luck. You can. There…

    Bas Van Den Beld/ State of Digital- 25 readers -
  • A Simple Rule for How Brands Should Work with Influencers: Attention Retention

    …. If this is true, then the two groups are complementary, serving different purposes to brands based on what they hope to achieve. And it’s all caused by their differing incentives and business models. The Power of Publishers Media companies ranging from the Times and WaPo to niche magazines and blogs create content to generate reach. This can be either…

    {grow}in How To's- 20 readers -
  • Crossing the influence line: When does sponsorship destroy your reputation?

    … built their reputation based on expertise and once that expertise is put up for sale, their credibility may be diminished among their discerning audience. Smart brands (and influencers) will be careful about crossing that line between “thought leadership” and “advertisement.” 3. Advocate — An example would be a content creator who creates passionate…

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  • When Social Media Piranhas Strike

    … and energy into coming after you. So why give them a reason to do it? Role Model, Icon, Celebrity = Influencer Whatever you want to call them, an influencer is a good person to know. They are even better for helping your business or personal brand (influencer marketing as Mark talks about). If they like or know you well enough, they may even promote…

    {grow}in Social- 13 readers -
  • Why screenshots may be the key to influence marketing measurement

    … By Mark Schaefer Last year, one of the major emerging themes at the annual SXSW festival was influence marketing and again this year, it dominated the branding sessions. Key “influence” ideas this year included shedding big influencers with large followers in favor of people who have trust, authority, and true impact. Certainly influence…

    {grow}- 20 readers -
  • Drones, Bots and AI oh my. SXSW highlights

    … went to a session on emerging issues with drones. This industry is taking off literally and figuratively but it was interesting to see that VC funding into this industry has dipped two years in a row. Still a lot of safety and regulatory hurdles that might be dampening enthusiasm for the hope of quick adoption. Chatbots, sales and service Chatbot…

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  • Marketing’s answer to winning in an ad-free world

    …. Of course there are lots of other options like sponsored content, native advertising, and content marketing. And of course all ads are not really going away. But these alternatives maintain the traditional relationship where a company is talking to a person. And fundamentally, I think it’s a better way to do business when a person talks…

    {grow}- 21 readers -
  • 10 Epic Shifts that are Re-Writing the Rules of Marketing

    … automation, and algorithmic writing, to name a few! You may find it strange that I don’t include “Big Data” in this list of 10 trends. I see AI as the interface, the translator that makes Big Data accessible and real for marketers. Big Data won’t be a “thing” very soon. It will simply be the fuel for AI. 2) Virtual reality While Artificial Intelligence…

    {grow}- 33 readers -
  • Stop. Look. Listen. It’s time for an influencer marketing campaign

    … on YouTube or Instagram — and deposit big money in their pockets. The average celebrity influencer, for instance, makes $75,000 for an Instagram post and $35,000 per paid tweet! But I’m not here to stir the giant pot of influence Kool-Aid. Influence marketing is here, it’s important, and you need to consider how it might fit for you. The purpose…

    {grow}- 21 readers -
  • 13 Ways that Content Is Monetized Online

    …, social media updates, webinars, public speeches, podcasts, and more. Influencer marketing can be quite lucrative but keep in mind that it only lasts as long as you can influence sales – not just reach. And again, be sure to disclose those relationships. I see many influencers in my own industry that don’t tell folks they’re getting paid to pitch…

    Douglas Karr/ Marketing Technology Blogin Content- 41 readers -
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